| BY Ricki Green |Independent creative agency Weave has unveiled the new brand architecture for keynote speaker, author and brand growth strategist, Matt Jones, creating a distinctive strategic platform that positions story, not just as a communications skill, but as critical business architecture. Rather than beginning with visual identity, Weave’s remit centred on defining a brand platform that could own a distinctive position within the advisory category. The visual identity reflects the tension between seemingly opposing ideas like strategy and creativity and logic and emotion because that’s where Matt does his best work. When your brand strategy is clear, the creative becomes a natural extension of the story you’re telling.” The identity itself reflects Jones’ ability to bridge strategy and creativity, thinking and doing, brand and commercial outcomes.